Purpose – The purpose of this article is to examine the bottom of the pyramid (BOP) proposition, where private companies can both be profitable and help alleviate poverty by attending low‐income consumers. Design/methodology/approach – The literature on BOP was reviewed and some key...

Purpose – This paper aims to contend that four significant ideas must be comprehended, and their connection and interaction understood if successful marketing to the 4 to 5 billion undeserved bottom of the pyramid (BOP) people in the world, by multinational firms is to be realized. These ideas...

Purpose – The purpose of the study is to investigate the preferences of young Millennials for a salient product category (toys) and to investigate possible within‐group differences that have relevance for marketers. Design/methodology/approach – The study carried out analysis of...

US marketers know the US standard of ethics. However, that standard can lead to ethical conflict when Americans encounter the emerging market giant, China. As smaller US companies enter China, the potential for ethical conflict increases. Reducing that potential requires knowledge. Knowing the...

One‐to‐one marketing has received increased attention by academics and practitioners. In essence, one‐to‐one marketing reconfigures the familiar four Ps into one element: the relationship. It represents the ultimate expression of target marketing ‐ a market of one ‐ or at least one...

Purpose – The purpose of this article is to describe the application of brand building techniques to an existing organization. Design/methodology/approach – The article describes an application of relationship building to increase the success of a service in a competitive environment....

There has been overwhelming discussion about the death of the product management system. Focusses on how the product management system is changing, and how firms can best anticipate and manage this change. Claims organizational change is inevitable and that marketing organizations must...

Looks at recent product development literature which cites the improving but troubling success rates of newly introduced products and recommends integrating customer input as early as possible. Notes that, while companies have adopted cross‐functional product development teams, integrating...

Examines the way in which the performance of the pharmaceutical product manager is evaluated. Attempts to provide a picture of the principal functions on which the Canadian pharmaceutical product manager is evaluated, as well as of performance appraisal systems currently used in the...

Purpose – The authors apply Alan P. Fiske's relational models framework to customers' engagement with service firms – specifically, they propose that customers who hold different relational models for the service firm are likely to engage with the firm in dissimilar ways, thus generating...